20130206 eca präsentation

APPROACH FOR EUROPEAN

MARKETING STRATEGIE FOR

THE SPORT OF CANOEING

BY ECA

6. Februar 2013

AGENDA

DEFINITION

THE EXPECTATIONS OF MEDIA, BRANDS AND SPONSORS

INVENTORY

BEST PRACTICE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING

ECA MARKETING STRATEGY, VISION AND CHANCE

REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING

ECA MARKETING STRATEGY SWOT ANALYSIS

ECA MARKETING STRATEGY APPROACH AND SYSTEM

6. Februar 2013

DEFINITION

6. Februar 2013

DEFINITION

6. Februar 2013

WHAT DOES MARKETING STRATEGY MEAN TODAY?

The marketing strategy for a whole sport, an association, event, team or single

athlete follows the same guidelines like for a brand or a product.

DEFINITION

6. Februar 2013

WHAT DOES MARKETING STRATEGY MEAN TODAY?

It is the definition and direction for the following parts of the development

of the sport:

DEFINITION

6. Februar 2013

WHAT DOES MARKETING STRATEGY MEAN TODAY?

• Definition of the core values of the sport

DEFINITION

6. Februar 2013

WHAT DOES MARKETING STRATEGY MEAN TODAY?

• Description, how the core values are presented to members and public

DEFINITION

6. Februar 2013

WHAT DOES MARKETING STRATEGY MEAN TODAY?

• Definition of the most important objectives for development (e.g. members

acquisition/ increase numbers of events/ increase revenues/ increase media

awareness etc.)

DEFINITION

6. Februar 2013

WHAT DOES MARKETING STRATEGY MEAN TODAY?

• Definition of present target groups and future target groups, compare their needs

to the offers of the sport

DEFINITION

6. Februar 2013

WHAT DOES MARKETING STRATEGY MEAN TODAY?

• Work out future guidelines for the future development of event formats

DEFINITION

6. Februar 2013

WHAT DOES MARKETING STRATEGY MEAN TODAY?

• Elaborate communication strategy with

special respect to digital media

DEFINITION

6. Februar 2013

WHAT DOES MARKETING STRATEGY MEAN TODAY?

• Elaborate promotion strategy for the

growth of the sport

DEFINITION

6. Februar 2013

WHAT DOES MARKETING STRATEGY MEAN TODAY?

• Define areas of economical growth and how to manage them such as media

marketing, sponsoring and licensing/ merchandising

EXAMPLE FOR THE ESSENCE OF THE ECA

MARKETING STRATEGY

6. Februar 2013

DEFINITION

Develop Canoe as a modern and lifestyle oriented, sustainable sport that

addresses broad target groups. Increase media awareness significantly by the

creation of heroes and innovative event formats. Establish additional economical

value chains specially in sponsoring by the acquisition of sponsors outside the

core industry. Reinvesting the generated income into the work with young talents

of the sport.

THE EXPECTATIONS OF MEDIA,

BRANDS AND SPONSORS

6. Februar 2013

MEDIA

6. Februar 2013

THE EXPECTATIONS OF MEDIA, BRANDS AND SPONSORS

• Maximum of general interest

• As spectacular as possible

• Easy to understand

• Heroes

• Good media services

BRANDS AS SPONSORS

6. Februar 2013

THE EXPECTATIONS OF MEDIA, BRANDS AND SPONSORS

• Positive image of the sport

• Maximum of media reach and identification in the defined target group

• Interesting content and platform for brand activations

• Testimonials to be used as brand ambassadors

INVENTORY

6. Februar 2013

INVENTORY

6. Februar 2013

INVENTORY

• 43 federations

• Appx. 2 Mio club members in the federations

• Almost 20 disciplines –

including 9 olympic –

with:

– different distances

– male and female

– different ages

– mixed races

– relay races

• 13 different european championschips

INVENTORY

6. Februar 2013

INVENTORY

Sprint

Canoe

KayakI / II / IV

200 / 5001.000 / 5.000m

Male/female

Different ages

Mixedrelay races

SlalomCanoeKayak

I / II

Male / female

different ages

Team Events

Mara-thon

Wild-water

CanoeI / II

Kayak I

Team Events

Different ages

Canoe Polo

Canoe Free-style

Dra-gonBoat

Ocean Racing

Kayak

I / II

Male / female

Diff. ages

BEST PRACTISE EXAMPLES

FOR SUCCESSFUL

SPORTSMARKETING

6. Februar 2013

BEST PRACTISE EXAMPLES FOR SUCCESSFUL

SPORTSMARKETING

6. Februar 2013

• Remark:

the following examples should help to clarify but have a strong connection to the

german market

BIATHLON

6. Februar 2013

BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING

Results

• Maximum of media reach

• Large number of sponsors

Reasons

• Easy to understand

• Focosing disciplins

• Strong lobby in TV

• National Heroe (Magdalena Neuner)

• Innovative and media oriented event formats

BEACH VOLLEYBALL

6. Februar 2013

BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING

Results

• Large number of sponsors

Reasons

• Easy to understand

• Extremly livestyle oriented

• Unique event format in top public areas (city and beach)

• Interational Heroes (Brink/ Reckermann)

• Offer of cross media packages

• Execution of marketing by TV partner

BOXING KLITSCHKO FIGHTS

6. Februar 2013

BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING

Results

• Top TV reach

• Maximum TV Marketing

• Maximum TV advertising by consumer brands

Reasons

• Easy to understand

• International wellknown heroes

• Strong and established tv partner

WINDSURFING: WORLD CUP GERMANY

6. Februar 2013

BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING

Results

• Top TV Reach

• Large number of sponsors

Reasons

• Unique and spectacular content

• Professional press service

• Offer of cross media packages in cooperation with mediapartners in print and TV

• Sponsoring and brand activation out of one hand

• International heros: Robby Naish and Björn Dunkerbeck

• From 2012: building an international hero (Philip Köster)

KITESURFING WORLD CUP GERMANY

6. Februar 2013

BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING

Results

• Top TV Reach

• Large number of sponsors

Reasons

• Unique and spectacular content

• Unique lifestyle event atmosphere

• Professional press service

• Offer of cross media packages in cooperation withmedia partners in print and TV

• Sponsoring and brand activation out of one hand

ECA MARKETING STRATEGIE

VISION AND CHANCE

6. Februar 2013

VISION

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ECA MARKETING STRATEGIE VISION AND CHANCE

Create heros and spectacular

event formats to increase TV and

media reach of canoeing on

national level and on european

level to attract leading brands as

sponsors.

THE 3 MAIN STEPS TO THE SUCCESS

6. Februar 2013

ECA MARKETING STRATEGIE VISION AND CHANCE

• Create positive energy by the unity of all federations and stakeholders in the

process of future development

THE 3 MAIN STEPS TO THE SUCCESS

6. Februar 2013

ECA MARKETING STRATEGIE VISION AND CHANCE

• General competitive advantage

this is the combination of outstanding sportiv succsess of canoing with

implementation of a marketing strategy on European level

THE 3 MAIN STEPS TO THE SUCCESS

6. Februar 2013

ECA MARKETING STRATEGIE VISION AND CHANCE

• Build the requirements for professional sports marketing

POSSIBLE OBSTACLES FOR SUCCESSFUL AND

SUSTAINABLE SPORTSMARKETING ON INTERNATIONAL LEVEL

6. Februar 2013

ECA MARKETING STRATEGIE VISION AND CHANCE

• No consistent, complete and sufficient media facts - a simple but exact briefing for all

federations has to be worked out

• Brands to be identified that execute European marketing strategies AND fit to the sport- talk

to Eurosport for media AND marketing cooperation

• No consistent platforms on European level are offered: develop an event format on high

sportive level, presented in the main European markets as a unified format

REQUIREMENTS FOR

SUCCESSFUL AND

SUSTAINABLE

SPORTSMARKETING

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STRUCTURE

6. Februar 2013

REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING

Build a unified and efficient structure for the

basic needs of the marketing system:

• Research and data base management

• Conception

• Acquisition

• Execution

• Reporting

• Innovation

• Legal

CONTENT

6. Februar 2013

REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING

• Present formats, that are

easy to understand and maximum

spectacular

PROTAGONISTS

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REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING

• Support the protagonists to become heros

in their country and on international level

PR SERVICE

6. Februar 2013

REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING

• support media to optimize content

– find innovative stories and hooks for the reports

– engage the best photographers

– find cross over elements

• Increasing of media reach e.g.

– enter prime time news through top results in relation with spectacular pictures through constant approach of the TV stations

• Devise TV formats out of sports, as

entertainment, boulevard, etc.

FORMATS

6. Februar 2013

REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING

• Find innovative, easy to understand and

spectacular event formats, e.g.:

– Wildwater Pro / Am with celebrities

– Floodlight events in metropoles in one

disciplin

– Multi discipline TV entertainment formats

MANAGEMENT

6. Februar 2013

REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING

• Establishing of an efficient marketing management by:

– ECA: overall coordination

– National Federations: research and execution

– External consultancy: professional support for strategy, concept and execution

– Media Partner: Helpful leverage for approaching international brands

ECA MARKETING STRATEGIE

SWOT ANALYSIS

6. Februar 2013

STRENGTHS

6. Februar 2013

ECA MARKETING STRATEGIE SWOT ANALYSIS

• one of the most successful olympic sports in important european markets

• positive connection between people, technology and nature

• High attitude of sustainability (health and nature protection)

• conoeing is kind of everywhere practicable but still special

• The target group is broad

WEAKNESSES

6. Februar 2013

ECA MARKETING STRATEGIE SWOT ANALYSIS

• The events are quite complicated for marketing

• No real heros

• No constant media awareness

• Not recogniced as "hip" and "cool" lifestyle sport

OPPORTUNITIES

6. Februar 2013

ECA MARKETING STRATEGIE SWOT ANALYSIS

• successful athletes are building the basis to become heroes

• The sport is absolutely fascinating (special disciplines), they are the basis for

innovative event formats

• Top approach of sustainability

• Unified objectives of the federations

• Innovative attitude of ECA

RISKS

6. Februar 2013

ECA MARKETING STRATEGIE SWOT ANALYSIS

• investing time and resources without success for implementing the marketing

program

• No unified execution on professional level

• Not all federations or organizers are motivated to collaborate

ECA MARKETING STRATEGIE

APPROACH AND SYSTEM

6. Februar 2013

BUILDING AND IMPLEMENTING INTERNAL STRUCTURE FOR

STRATEGIE/ CONCEPTION AND COORDINATION OF OPERATIONS

6. Februar 2013

ECA MARKETING STRATEGIE APPROACH AND SYSTEM

• Internal Management on part time basis and external consultancies

ESTABLISHING OF A CENTRAL DATA BASE

6. Februar 2013

ECA MARKETING STRATEGIE APPROACH AND SYSTEM

• Inventory on national and international level

• Definition of key markets by parameters of international media and economy

• Preparation of the relevant basic data by defined key figures like numbers of

athletes, medals, basic media)

• Comparisons to other sports

• Data of existing formats to be packed for international marketing

• Preparing all existing data of digital in each target market

DEFINITION OF CONTENT GUIDELINES

6. Februar 2013

ECA MARKETING STRATEGIE APPROACH AND SYSTEM

Examples:

• Success

• Positive competition

• Sustainability

• Nature

DEFINING OF PLATFORMS

6. Februar 2013

ECA MARKETING STRATEGIE APPROACH AND SYSTEM

• System of events (which events in particular build the basis for the marketing of

european sponsorships)

• Teams and single athletes

AGREEMENT WITH ALL PARTICIPATING FEDERATIONS AND

ORGANIZERS

6. Februar 2013

ECA MARKETING STRATEGIE APPROACH AND SYSTEM

• Definition of efforts and rewards

DEFINITION OF SPONSORING PACKAGES FOR MARKETING

6. Februar 2013

ECA MARKETING STRATEGIE APPROACH AND SYSTEM

• Elaboration of a sponsoring pyramid for defining the sponsoring architecture

• Sponsoring presentations in detail at the events

• Possible testimonial campagnes

• Definition of pricings for the sponsoring categories

ACQUISITION OF PAN EUROPEAN MEDIA PARTNER

6. Februar 2013

ECA MARKETING STRATEGIE APPROACH AND SYSTEM

• Definition of cross media packages

• Collaboration on marketing and approach of sponsors

DEFINITION OF DISTRIBUTION OF SPONSORING REVENUES

6. Februar 2013

ECA MARKETING STRATEGIE APPROACH AND SYSTEM

• In favor of

– ECA

– National federations

– Events

– Teams and single athlets

ELABORATION OF CLIENT LIST

6. Februar 2013

ECA MARKETING STRATEGIE APPROACH AND SYSTEM

• ideal in cooperation with a pan european media partner

FINAL DECISION ON MARKETING PARTNERSHIP

6. Februar 2013

ECA MARKETING STRATEGIE APPROACH AND SYSTEM

• Intensity of media partnership

• Intensity of agency support

NEXT STEPS

6. Februar 2013

ECA MARKETING STRATEGIE APPROACH AND SYSTEM

• Acquisition phase

• Negotiations

• Execution phase

• Resumee

IDEAS FOR DEVELOPMENTS

6. Februar 2013

NEW FORMATS

6. Februar 2013

IDEAS FOR DEVELOPMENTS

• Sports oriented:

– grand slam cup in european metropoles

• Entertainment oriented:

– entertainment format to be developed

HOW TO BUILD HEROES

6. Februar 2013

IDEAS FOR DEVELOPMENTS

• Constant PR support

• Always creative stories

• Connect with celebrities

• Spectacular content (wildwater- waves etc.)

PR SUPPORT

6. Februar 2013

IDEAS FOR DEVELOPMENTS

• Elaborate PR Ideas

– guidelines by professional PR agency as

guidelines and creative input

DIGITAL STRATEGY

6. Februar 2013

IDEAS FOR DEVELOPMENTS

• Focus to be top of class in digital

communication on European level

THANK YOU FOR

YOUR ATTENTION

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